Purchase data is a viable option

I disagree with Todd Merry’s comment: “Too much data is being collected. Transactional data at customer level is too dense to analyse with today’s tools on a regular basis,” (Discerning Habits MW July 1).

Why ignore the detail of the combinations of products purchased, time of purchase and so on when tools are available today to turn this raw data into valuable business understanding? In the same way that, until recently, people used to analyse marketing data at postcode level and think that analysis at individual level was desirable but impossible, businesses have the false impression that it is impossible to analyse large volumes of transactional data.

David Eldridge

Managing director

Alterian

(e-mail)

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